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Big Data, RTB Have Changed The Display Game

"The emergence of RTB was critical because, for the first time, it allowed display marketers to target individuals rather than a website’s audience," Business2Community wrote in an article exploring how Big Data and real-time bidding (RTB) have changed the fundamentals of display advertising. The article used Facebook and the Facebook Exchange (FBX) as an example.

"Make no mistake about it: Facebook’s embrace of RTB was a monumental moment in online advertising, one that would have been unthinkable only a few years earlier. Before turning to RTB, Facebook was only targeting ads based on its own data," Business2Community wrote.

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